Laundry Care in Kenya

Abstract
The strong performance recorded in laundry care in 2022 was largely due to the recovery of demand as the influence of the COVID-19 pandemic receded. In particular, the return to working in the office on a daily basis for Kenya’s salaried white-collar professionals meant that there was greater need to wear clean, freshly laundered formalwear on a daily basis in many households. In addition, the marketing campaigns of the category’s leading players such as Ariel, Sunlight and Omo also boosted dema...

Euromonitor International's Laundry Care in Kenya market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Carpet Cleaners, Fabric Softeners, Laundry Aids, Laundry Detergents.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Laundry Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Laundry Care in Kenya
January 2023

List Of Contents And Tables

LAUNDRY CARE IN KENYA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand continues to increase despite the steep unit price increases
A stable competitive landscape as consumers opt for trusted traditional products
Brands turn to social media to capture the attention of consumers
PROSPECTS AND OPPORTUNITIES
A positive performance slated for laundry care over the forecast period
Low household penetration of washing machines to remain a major influence on sales
Opportunities exist for multifunctional products that can be used for numerous tasks
CATEGORY INDICATORS
Table 1 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 2 Sales of Laundry Care by Category: Value 2017-2022
Table 3 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 4 Sales of Laundry Aids by Category: Value 2017-2022
Table 5 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 6 Sales of Laundry Detergents by Category: Value 2017-2022
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 8 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 9 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 10 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 11 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 12 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 14 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
HOME CARE IN KENYA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 16 Households 2017-2022
MARKET DATA
Table 17 Sales of Home Care by Category: Value 2017-2022
Table 18 Sales of Home Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Home Care: % Value 2018-2022
Table 20 LBN Brand Shares of Home Care: % Value 2019-2022
Table 21 Distribution of Home Care by Format: % Value 2017-2022
Table 22 Distribution of Home Care by Format and Category: % Value 2022
Table 23 Forecast Sales of Home Care by Category: Value 2022-2027
Table 24 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources